Social media help potato sales

AHDB Potatoes says that its ‘Bud the Spud’ campaign, and its take-up on social media has led to an increase in the sale of fresh potatoes following years of decline.

Bud was introduced to consumers three years ago as part of an EU co-financed joint campaign with Bord Bia (the Irish food board), with the aim of “emotionally re-engaging consumers with potatoes”, through providing quick-and-easy meal inspiration to fit in with our ever-busier lifestyles, while reminding them of the healthy and nutritious virtues of potatoes.

Another success was AHDB’s ‘More than a Bit on the Side’ where the target audience has continued to increase following each wave of campaign activity. AHDB says that analysis shows that consumer perceptions of potatoes being versatile and healthy were all higher than when the campaign started. Furthermore, findings from all bursts of post-campaign research have shown around 9 in 10 consumers are now considering cooking potatoes either on weekdays or weekends.

AHDB Potatoes added, ‘While retail performance cannot be directly attributed to marketing activity, at the end of the second year of the campaign Kantar WorldPanel figures showed that fresh potato volumes sold are higher than the level predicted, in this way the campaign is viewed as exceeding its target for the first two full years of activity.’